The NEW Super Soft and Strong Mission Food's Original Wrap

April 09, 2018

Mission Foods is one of the largest producers of tortilla wrap products and producing almost a quarter of all flatbreads sold in the world. Recently, Mission Foods has upgraded its Original Wrap with a Supersoft formula, with the launch of the Supersoft Original Wraps. The upgraded wraps are now even softer and more pliable, with a melt in your mouth texture and even more flexible to hold all your favourite ingredients. Malaysia’s favourite wrap just got better!

The all-new Supersoft Original Wraps enhances Mission’s repertoire of best-selling wraps – 6-Grain, Wholegrain, Onion & Chives, Garlic and Potato, all of which will be upgraded to the Supersoft formula to satisfy every taste.

To demonstrate the new product’s soft yet strong traits, Mission Foods Malaysia launched a campaign celebrating women called #softandstrong. Powered by industry luminaries, the #softandstrong campaign will run until the end of April and celebrates the feminine qualities in women while reveling in their inner strength.

“Mission Foods is all about constant improvement and innovation making sure we continue to excite taste palates and bring inspiring ideas to our consumers. The new Supersoft Original Wraps gives us the opportunity to connect with our female consumers on a deeper level and celebrate them for being soft and strong, traits that we love in our new product,” said Randall Tan, Brand Manager for Mission Food South Asia.

As a prelude to the launch and in conjunction with International Women’s Day, the trio were enlisted to share inspiring and empowering quotes on what being #softandstrong means to them. The three ladies embody the qualities of ambition, determination and inner strength while retaining their feminity, presented a true reflection of soft and strong, also a true example of everyday women who have faced and overcome adversities in their lives to become successful in their lines of work. They also created four recipes each which are featured in Mission Foods recipe booklet, given away complimentary to consumers in Malaysia and Singapore with the purchase of Mission Foods products.

Francisca Turner, founder of Frankitas, a socially-conscious fashion brand that has gone international, described her journey as an entrepreneur as a life-altering experience. “As an entrepreneur you need a strong and disciplined mind but you also need to know when to be soft – enough to bend but not break,” the mother of three young children reiterated one of the quotes she shared in the campaign.

At the launch she shared her family’s favourite recipe, Bogor-style Egg Murtabak that uses the softness and strength of the wraps to hold the ingredients in while it is deep-fried to perfection.

Bogor-style Egg Murtabak

Ning Baizura is widely known as one of Malaysia’s Top 3 Divas and demonstrated her favourite decadent dessert recipe Passionfruit Crispy Layered Crepe at the launch. While she is hailed as one of the top songstresses in Malaysia, Ning has also in the midst of opening a restaurant, while proudly being a doting wife and mother to a 5-year old. She shared the importance of young girls and women recognising the strength within them while remaining true to their feminine side.

Passionfruit Crispy Layered Crepe

Linora Low, a radio host, MC and a well-known advocate of mindful eating and healthy living said that the campaign is really meaningful to her as it echoes her mission to spread the message of self-love amongst women.

“Women are usually mistakenly identified as the weaker sex as they are soft and sensitive, but being soft is our strength not our weakness. Women can move mountains and rise above anything once we put our minds to it and it is our softer side that lends us the empathy to be kind while being strong,” Linora said as she demonstrated her recipe for Chicken Kebab Wrap. Linora also enjoys baking strips of the wraps to add extra crunch and taste to her favourite salad recipes.

Chicken Kebab Wrap

Consumer can grab their recipes on their respective social media pages following the launch.

Mission Supersoft Original Wraps are sold alongside the other flavours in the bread aisle of most leading supermarkets in packs of 8.